Vape boss says allowing 'strict' ads would help smokers quit
October 10, 2025 by bbc.com
Vape boss says allowing 'strict' ads would help smokers quit
BAT's UK and Ireland boss advocates for a "very strict" marketing framework to encourage smokers to switch to vapes. While the UK opposes further vape marketing, BAT sees advertising as essential for informing smokers about alternatives. The company's focus on closed vaping systems aims to reduce smoking rates. Despite concerns over vaping's long-term effects, it's considered less harmful than smoking. The Tobacco and Vapes Bill aims to restrict advertising and underage sales to achieve a smoke-free generation. BAT opposes the bill's restrictions and argues for looser advertising rules and more penalties for underage sales. Ertonguc believes these measures will have a bigger impact on reducing smoking rates than the government's current legislation.
